Download Yellow Paper . | . Open publication


Brand Narratives: Positioning in the Time of Media Fragmentation

The conventional approach to brand positioning has been challenged by innovative marketers. Brand positioning now needs to be a much more fluid, consumer-driven process that better reflects innovation in communications and a rapidly evolving marketplace. Consumer-driven ‘narratives’ align messages to engage smaller, more defined influencers who drive larger groups to be brand advocates.

Posted on January 13, 2008 8:26 PM | Permalink